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During the last three years, many web design experts have created websites that feature split screens, eliminated borders and peripheral advertisements and added sizable background images to websites. Moreover, some marketers have developed grids that contain more than five blocks and placed distinctive ads in each section.
Utilizing Blocks

Web designers commonly add blocks that have equal sizes to a page. Each section of the grid may feature pictures,
short descriptions of products or quotes, and generally, every block only has one link.

In some cases, a marketer will design one major block that utilizes more than 55 percent of the page’s space. Subsequently, the advertiser can place several small sections underneath the main block.www.theverge.com does this beautifully.

Borders and Peripheral Advertisements

Between 2005 and 2009, most popular websites had borders and ads that were positioned next to the main content.
Currently, many web designers have eliminated these side ads; however, some marketers still place a website’s navigational links in the outer section of each page. Several studies have shown that this design can substantially boost a webpage’s conversion rates by reducing distractions, and the layout frequently increases the amount of page views that each guest produces.

This type of design allows marketers to decrease the number of outbound links on a webpage, and consequently, a website’s PageRank may be substantially augmented. Furthermore, this layout gives marketers the ability to place most links in the upper section of each webpage. Google’s algorithm typically gives more value to backlinks that are in a page’s upper section than to links at the bottom of a webpage. This design, also known as “no chrome” is beautifully displayed on www.harvardartmuseums.org/.

Source: http://pinnaclecreativestudio.com/innovative-trends-in-web-design-2015/